基于顾客需求导向的主题酒店产品研究.docVIP

PAGE PAGE 23 基于顾客需求导向的主题酒店产品研究 ——以杭州为例 摘要：主题酒店是体验经济时代背景下的产物，是市场发展的必然趋势，具有巨大的发展前景。本文选取杭州市主题酒店作为研究对象，运用体验经济理论、问卷调查法对杭州市总体的主题酒店产品进行研究，从顾客体验需求角度对其产品进行探讨研究，首先了解样本的基本情况，包括基本信息、住宿经历及其行为偏好，从而验证样本的合理性并进行下一步分析；其次通过因子分析将13个评价指标分成三个大类，即主题与氛围、主题活动与服务、主题设施；最后通过描述统计分析得出13项指标中在顾客心中的重要性程度以及满意度，分析结果显示顾客总体满意度低于其对主题酒店产品的期望程度，主题酒店应根据顾客需求不断增加其产品的吸引力、提高其满意度。最后，通过对实证研究结果进行分析，提出以下思路：准确把握目标市场；根据顾客需求偏好来诠释酒店构成要素，针对性地提出相应的酒店产品和服务；实施顾客满意度管理机制等等，从而为杭州市主题酒店的产品经营与开发提出相关的合理性建议。 关键词：主题酒店；酒店产品；酒店构成要素；顾客需求 The study on theme hotel product research based on customer demand Abstract: Themed hotel is a product by the background of experience economy era, whose rise is the inevitable trend of market development, having great prospects in the future. This article selects themed hotel of Hangzhou as the research object, using the experience economy theory, questionnaire survey and depth interview method to study the overall themed hotel Hangzhou products. Then from the perspective of customer experience demand for its products, analyzing its products in order to prompt Hangzhou theme hotel product operation and development and make reasonable suggestions. Firstly，on the basic of the respondents basic information, including basic information, hotel experience and its behavior preferences, the author validate the rationality of the sample and make further study; secondly, the study also showed that 13 evaluation indexes are divided into three categories through the factor analysis , namely, subject and atmosphere, theme activities and service facilities；The study found that 13 indicators of the degree of importance and satisfaction in the customer heart by describing statistical analysis , the results also show that overall customer satisfaction degree is inferior to its expectations of theme hotel product, and theme hotel should be based on customer demand to increase its product appeal and to improve their satisfaction. Finally, through analyzing the result of the empirical research, the author puts forw